A CRM application’s total cost of ownership (TCO) extends well beyond just the initial licensing and implementation fees to include the cost of customizing, integrating, deploying, and administering CRM on an ongoing basis. As a result, today’s CRM buyers have expanded their evaluation focus to encompass platform and architecture criteria that have the greatest impact on total cost of ownership, namely flexibility, scalability,
W H I T E P A P E R Pivotal CRM’s 3-Tier Architecture The Key to Low Total Cost of Ownership Executive Summary A CRM application’s total cost of ownership (TCO) extends well beyond just the initial licensing and implementation fees to include the cost of customizing, integrating, deploying, and administering CRM on an ongoing basis. As a result, today’s CRM buyers have expanded their evaluation focus to encompass platform and architecture criteria that have the greatest impact on total cost of ownership, namely flexibility, scal- ability, and deployability. Flexibility, as a function of ease of customization and integration, is the strength of Pivotal CRM’s metadata-driven architecture, which separates customer data from business rules (metadata), facilitating the ability to quickly customize a solution to match business processes. Pivotal CRM’s integration framework leverages middleware components, third-party adapters, and Web services to provide a standards-based approach that can significantly decrease the time and effort needed to integrate CRM with enterprise applications, and data both within and across business boundaries. Pivotal CRM’s 3-tier architecture is based on the enterprise-strength Intel® and Microsoft® platforms; offers three types of clients, including a zero-footprint, zero-install client to facilitate deployment; and can seamlessly distribute customizations to all LAN and WAN-based satellite systems, mobiles, Web, Lotus Notes, and MS Outlook users via the Pivotal CRM synchronization solutions. As a result, Pivotal CRM provides exceptionally low total cost of ownership across the complete CRM lifecycle, delivering a sensible set of commonly needed features out-of-the-box, while ensuring businesses can quickly customize, integrate, and deploy a solution to match their current and evolving business needs. Architecture— and business processes, and transactions generally associated with marketing, selling, and servicing The Foundation of Low TCO customers. This tight coupling provides a head-start in automating business processes, but ultimately inflates the The purchasing landscape for CRM has changed total cost of ownership by creating a system that is rigid to radically in the past 12 months. Today’s CRM buyer is change, causing significant disruption to end users during looking for a product that is easy to buy; easy to deploy updates and upgrades. in a predictable timeframe, and will fit with the current and future business IT strategies. And because the majority of an organizations’ investment in license fees, configuration, Low TCO CRM Architecture customization, and training occur well before the software The informed CRM evaluator must take a balanced shows evidence of results, the price tag attached to a approach to evaluating both the application and the CRM implementation can seem very high. As a result, architecture when considering TCO. Ultimately, however, Total Cost of Ownership (TCO) analyses and proof of it is the CRM application’s flexibility, scalability and results are critical vendor evaluation criteria that are deployability that will determine total cost of ownership as coming to light much earlier an organization adapts to its changing marketplace. in the buying process. Pivotal CRM stands apart from other CRM software Given the complex solutions in delivering a complete suite of CRM products inter-dependence built on a sensible technology foundation that drives low 90% of CRM lifecycle costs of typical enterprise total ownership costs across the entire CRM lifecycle. occur in the customization, technology Based on a Microsoft® .NET foundation and embracing integration, deployment, environments, TCO industry standards, the Pivotal CRM architecture ensures and ongoing administration can be a difficult metric enterprises gain a flexible, scalable, and deployable of CRM. to obtain for a single solution for the richest levels of collaboration and system. However, there interactivity to increase revenues, margins, and customer are a few key abilities loyalty. that are crucial in order to mitigate the risk of deploying CRM software, and a number of areas to focus on to The Internet has set high expectations for accessibility to reduce costs. These include customization, integration, information and system interoperability, despite the fact deployment, usability, and upgrades. In fact, leading that many enterprises have substantial investments in industry analysts point to 90% of CRM lifecycle costs pre-Internet systems and applications that can’t interact occurring in the customization, integration, deployment, without a huge investment in costly integration solutions. and ongoing administration of CRM. Microsoft and other forward-thinking software vendors Clearly, by adopting a forward-thinking strategy to such as the Pivotal CRM team have taken huge strides account for costs in the areas of flexibility (which is towards making the Internet vision a reality. Pivotal CRM a function of ease of customization and integration), is founded on Microsoft .NET, which is the platform of scalability and deployability, enterprises can significantly choice for building, deploying, operating and integrating reduce the TCO of their CRM system. And applications for enterprises. It is also the leading platform in all of these areas, the lowest total cost approach is for Web services—allowing applications to work together a function of the application’s platform and architecture. in a highly accessible, low cost manner over the Internet, regardless of operating system, device, or programming Enterprises are language. beginning to realize Pivotal CRM is founded that their ability to Pivotal CRM leverages Microsoft servers to provide on Microsoft .NET, which deliver on internal the scalability, reliability, and ease of integration and is the platform of choice business objectives deployment required in a CRM solution aimed at for building, deploying, while responding enterprises. Some of the Microsoft servers at the core of opportunistically the Pivotal CRM solution include: operating and integrating and intelligently to applications for enterprises. customer and market Microsoft SQL Server 2000 – Pivotal CRM is optimized opportunities is to take advantage of the powerful scaling capabilities in dependent on their SQL Server 2000. architecture. Today’s Microsoft Windows 2000/2003 Advanced Server – effective CRM architecture must cross multiple databases, Pivotal CRM takes advantage of Windows 2000/2003. applications, and business functions, and must support Advanced Server Network Load Balancing services to evolution at each of those layers. However, many of distribute IP traffic across a Pivotal CRM-deployed today’s CRM systems tightly couple the customer data Pivotal CRM | White Paper 1 application cluster. Pivotal CRM provides access to information at any time Pivotal CRM’s single OS and from anywhere through wireless communication, Pivotal’s CRM suite engineering optimization unified messaging, handheld devices, and teleconferencing. is built using industry eliminates the performance standards and a 3-tier degradation that Through Microsoft .NET, the Pivotal CRM solution ensures multi-platform-designed our customers have the pathways they need to leverage framework, resulting and extend existing investments in technology to take ISVs suffer. in an architecture that advantage of the increased productivity, efficiency, and has the flexibility to Microsoft Internet lower TCO that the Internet offers. meet the changing Information Server (IIS) – Microsoft Internet business needs of Information Services (IIS) 3-Tier Internet Architecture enterprises. is the foundation of Pivotal When the Pivotal CRM team set out to architect a CRM CRM’s high performance, solution for enterprises that delivers exceptionally low Web-based applications. TCO, we created a 3-tier Internet application architecture with clear separation of the presentation services tier (user Microsoft BizTalk Server 2002 – The Pivotal CRM interface), business services tier solution employs BizTalk Server 2002 for business (where business logic resides), and the data services tier process integration within and between organizations. (where customer data is kept separate from metadata). The Pivotal Integration Connector™ facilitates developing, executing, and managing distributed This architecture enables organizations to save business processes. substantial time and resources by centralizing application customization, development, and maintenance at the Microsoft Exchange Server 2000 – Optimized for the Exchange Server 2000 communications infrastructure, Presentation Services Tier Applications (Client Tier) Rich Client Thin Client Wireless Client Windows Client Mobile Client Browser-based Clients Clients Business Services Tier Web Server Pivotal MarketFirst Server Intellisync for Pivotal Connectors Pivotal Interaction Connectors Pivotal Tookit Pivotal Assisted Selling Pivotal Integration Connectors Pivotal Server Administrator Pivotal Pivotal Pivotal Tools Extended Business Pivotal Connectors Servers Server Data Services Tier Enterprise Data Figure 1-1: Pivotal CRM's 3-Tier Architecture Pivotal CRM | White Paper 2 middle tier. With graphical tools for customizing the Because the presentation tier is clearly separated from the look, feel, and functionality delivered at the presentation rest of the application, users can easily obtain access to services tier, the business services tier, and the database the system via different channels, such as Web, Windows, services tier, changes to business logic can be made and Wireless, in both synchronous and asynchronous quickly and efficiently with relatively little impact on modes. Internet-based presentation tools such as browsers existing applications. And because there is no client provide familiar navigation schema—including graphically software to install, the distribution of both application rich icons with descriptive text and guided navigation and data modifications to users, regardless of their cues—to drive rapid and comfortable end-user adoption. location or access method, is streamlined. Business Services Tier The Pivotal CRM architecture also drives improved interoperability between other customer-relevant The business services tier contains the application logic. applications, such as ERP systems. This is a result This tier receives input from the presentation services tier, of the ability to integrate applications at the business interacts with the data services tier to perform data-level services tier by reusing business logic that resides here. transactions, and sends results back to the presentation Interoperability is fundamental to extending access to tier. The Pivotal Business Server™ supplies the underlying customers and partners beyond the enterprise, as it structure that maintains system integrity, providing relies on common standards for Internet communication business logic and data retrieval services for the entire and collaboration. Pivotal CRM suite of applications. The Pivotal Extended Servers work in conjunction with the Pivotal Business Presentation Services Tier Server to deliver the application-specific functionality required by CDC MarketFirst and Pivotal Assisted Selling. Pivotal Rich Client™ is a highly interactive browser-based client, providing presentation tier services The Pivotal Business Server is an XML-based, 3-tier, on laptops and desktops. The presentation services tier transaction-processing platform powered by the mature defines the interface through which a user interacts and robust Microsoft COM+ environment. The Business with the application, passing validated information Server logs and tracks all transactions, and manages the from the user to the business services tier, and workflow of a customer throughout the entire customer receiving results. Alternatively, Pivotal Wireless™ lifecycle—from customer engagement (typically through is a portal-based solution for wireless devices, delivering a marketing initiative) through the sales process, CRM functionality to mobile employees using wireless transaction and request fulfillment, and support phases. handheld devices such as web-enabled cell phones, PDAs, two-way pagers, etc. The Pivotal Business Server enforces business logic and rules through Pivotal AppServer Services and AppServer Rules. The AppServer Services are a set of COM+ objects responsible for the Pivotal CRM Presentation 1 User logs onto Pivotal CRM using Pivotal Rich Client. Services Tier EST QU RE 2 User sends a request for data (via HTTP), which is (Client Tier) S ER U 1 User logs onto Pivotal Rich captured by the AppServer Services running on the 2 Client through browser (IE)* Business Services Tier. 3 The AppServer Services checks the AppServer Rules 6 to ensure the request complies with current business Business rules. Services T 4 The AppServer Services passes the verified request to H Tier T P COM+ 3 & the Enterprise Customer Data and Business Module II S AppServer Rules (if needed). AppServer Services 5 The requested data and any accompanying metadata are sent back to the AppServer Services. 6 The AppServer Services passes the requested data to OLE DB the user (via HTTP). Data 5 4 5 Services Tier BM ED *ActiveX controls, business logic and formatting information are downloaded and cached as temporary Internet files on the client machine as needed. Figure 1-2: Query Flow through the Pivotal CRM Business Services Tier Pivotal CRM | White Paper 3 database transactions. These objects handle all the direct • User Interface definitions, such as form layouts, actions required to read from and write to the Pivotal lists, report layout and contents, templates, etc. CRM database. They deliver, format, and send/receive • Business rules and workflow definitions (COM+ information and data to and from the browser, execute objects or Pivotal Agents™), queries, reports, etc. queries, and pass data to Pivotal AppServer Rules. The AppServer Rules are COM objects or .NET assemblies • Security definitions that define security requirements that implement the application business to protect data at run time rules, and can be written in any COM, COM+ or .NET The Pivotal CRM metadata-driven architecture lowers the compliant language. total cost of deployment because it’s only the metadata stored in the BM that’s modified when changes are made Data Services Tier to the presentation services tier or the data services The data services tier stores and retrieves data. All CRM tier. Ongoing changes are managed centrally, and are system data is collected in two separate databases: the automatically deployed to the various satellite systems Business Module (BM) metadata database and Enterprise (if applicable) and users from a central location. And Customer Data (ED) database. By separating the data because the execution and development environments from the metadata, the Pivotal CRM application is easily are kept separate, the application can tolerate a high customized to meet changing organizational needs with level of customization without a significant impact on no disruption to the rest of the system or end users. existing applications. The ED contains corporate or enterprise data such as company profile data, contact information, order history, Flexibility Drives Low TCO etc. that end users need to access and update. The BM A flexible CRM application is one that is both easy to contains metadata, which is data about the way in which customize and easy to integrate with intra- and extra- the ED is organized, and how the Pivotal CRM application enterprise applications and data sources. Architectural will behave. flexibility is about making the CRM software, and thus CRM processes, work in the way the organization sees The BM stores the following types of data: fit—not how the CRM vendor thinks it should work. Many • Database definitions, including table and vendors’ architectures are inherently rigid, making their record structures CRM application very difficult to customize. This raises TCO by forcing customers to abandon proven business processes and start anew, either because customization cannot be done, or because it is simply too expensive. A customizable CRM application Business supports changes in both underlying Services COM+ data definitions and business process Tier Business Server rules without requiring alteration of AppServer Rules | AppServer Services source code, binaries, or runtime environments. How a company handles its business rules can provide significant competitive advantage, because adapting business rules f aster than competitors in response to market pressures or customer demand allows companies to sell to or service customers faster and better Data Services than their competitors. Tier Form definitions, Queries & Query business rules, A CRM application that features ease Results via OLE DB workflow from BM of integration is not only compatible with pre-existing systems, but creates synergy between them to enhance and extend functionality. To be effective, the Business Module (BM) Enterprise Customer Data (ED) CRM vendor must supply an integration Contains metadata • Companies framework that spans multiple data • Forms • Contracts stores, applications, and business • Business Rules • Orders, etc. processes across departmental and • Workflow even enterprise boundaries. Figure 1-3: Data Services Tier Pivotal CRM | White Paper 4 “ • Pivotal CRM’s open and flexible data model is a result A successful CRM implementation is directly of the fact that all forms, fields, etc. are saved as linked to the usability of the application, metadata, so changes to business rules, workflows, and processes can be made simply and quickly. making fit more important than an application’s • While the Pivotal CRM team supplies a rich set of overall depth and breadth... It is critical to tables out-of-the-box, it’s easy to add new tables using the graphical customization tools provided first determine user needs and then evaluate in the Pivotal CRM Toolkit. vendors based on need-to-have versus Open Data Model ” nice-to-have functionality. AMR Research Excessive functionality increases an application’s “Picking the Right CRM Vendor: It’s More Than a One Horse Race” complexity and reduces the usability of the application September 2001 for the end-user, resulting in increased end-user training costs and risk of end-user rejection. The only remedy for an application that is too functionality-rich is to remove The true measure of an application’s flexibility is based the excessive functionality during the implementation on the cost to perform customization and integration phase. But this approach to customization can be very enhancements. These costs can include increases in risky. Many CRM applications are built upon a much deployment time, decreases in application performance, more complex web of intra-dependencies than their the cost of acquiring the skills to perform the leaner counterparts. enhancement, and future costs associated with whether the enhancement can be used (or must be discarded) In order not to introduce aberrant behavior into the during application upgrades. Clearly, customization and application, customizers must pay extra attention when integration enhancements are not limited to just the initial excising excessive functionality from their implementation. implementation, but rather require ongoing adjustment. This added attention, whether in the form of extra implementation time to comprehensively study all the The Pivotal CRM Approach application functionality before making any changes, or simply hiring more knowledgeable specialists, can to Customization significantly raise the TCO of a CRM application. The Pivotal CRM solution maintains the highest level The Pivotal CRM solution offers a viable alternative—a of customizability through our meta-data driven leaner application and a comprehensive set of graphical approach, and our open and flexible data model. These customization tools to ensure that customization is rapid, two characteristics of Pivotal CRM distinctly—and reliable, and cost-effective. uniquely—address the business need of enterprises for ease of customization because: Database complexity is a good indicator of the overall complexity of the CRM product. The underlying data • Customizations are saved as metadata in the Business structure of Pivotal CRM is open, flexible, and easy to Module, not as code or rigid table extensions, and sent understand. With less than 200 tables, Pivotal CRM to users via the same technology used to synchronize supplies a majority of the functionality required by most Enterprise Data. As a result, all users are seamlessly updated regardless of their access method. Mobile Client Browser Client Windows Client Presentation Tier (UI) User Interface Business Rules Data Model Business Tier Business Module Pivotal Toolkit (Business Rules) Data Tier (Data Model) Figure 2-1: Pivotal CRM Toolkit allows customization of all 3 tiers from a single location Pivotal CRM | White Paper 5 enterprises. By comparison, CRM applications with 10 to tools to allow the customizer to quickly build new tables 20 times as many tables provide excessive functionality, into the system. resulting in a data model that is not only inflexible, but often simply too complex to understand. This necessitates The Pivotal CRM system also provides a comprehensive a great deal of reliance on specialized, vendor-supplied set of default interaction behaviors that saves the customizers, raising TCO. customizer from having to implement functionality over and over again. This default behavior includes user navigation support for easy navigation to related records Intelligent Customization Framework of a given form, ways to aggregate data on a list, and The customization process for Pivotal CRM was designed behavior for saving, updating and retrieving data from to be intuitive for customizers to use and learn. We the database. “ Most customization is performed through our advanced, The number one reason for choosing user-friendly graphical customization toolkit. Pivotal CRM over other CRM vendors is The Pivotal CRM Toolkit™ is an easy-to-use visual tool that enables rapid customization to meet business needs. our strong support for customization and Customizers work with Active Forms, which are the visual ” overall solution flexibility. Based on internal competitive survey of deals over nine consecutive quarters. Total deals analyzed=154 selected familiar metaphors such as forms, tables, lists, and queries to represent the key elements that customizers interact with, and organized them to make specifying the interaction between them easy and intuitive. Pivotal CRM provides an elegant, uncomplicated framework for how these metaphors interact with each other to create functionality. Where other CRM vendors may require tedious and unintuitive changes to 5 or 6 Figure 2-3: Pivotal CRM Customization Environment representation of CRM data, business processes and workflow that the user sees on their client. Active Forms contain the database structure—every field on a form, is by default, linked to a table in the database. To modify Active Forms to meet the needs of users, customizers lay out the form directly using point-and-click buttons and other screen elements. The powerful WYSIWYG model for Active Forms customization makes the process easy, rapid, and intuitive. Pivotal CRM includes Active Form Templates out-of-the-box with logic and rules built-in, and additional logic and workflow can easily be attached. In this way, customization can be carried out by any business analyst, as no code level changes are required. Figure 2-2: Intuitive Metaphors for Ease of Customization For additional customization, the Pivotal CRM team makes different elements simply to add an additional field to a available a comprehensive library of API’s (Application form, the Pivotal CRM framework requires only 2 changes. Programming Interfaces) for Visual Basic and VBScript application developers to customize against, as well For example, creating a simple customer contact form as providing support for .NET scripting with the ability requires the customizer simply to declaratively link the to write new server scripts in C#, VB.Net and other new form to the corresponding database element, lay out .Net languages. the form using our graphical form designer, and register the new form with the navigation menu. All this is done without needing to write a single line of code. If a new table is required for this form, Pivotal CRM has graphical Pivotal CRM | White Paper 6 The Pivotal CRM Approach • The Pivotal Interaction Connectors provide connectivity to telephony systems and third-party customer to Integration interaction platforms to facilitate the creation of call and contact centers. Out-of-the-box support is provided for At the heart of any CRM system is a consolidated data Interactive Intelligence’s Customer Interaction Center repository of critical customer, partner, and employee (I3’s CIC), and Intel’s NetMerge CPS platform for information. The integration challenge for enterprises is Computer Telephony Interaction (CTI). to share this CRM data with customer, employee, and partner data from other internal systems and departments; • The Pivotal Integration Connector provides a cost- integrate databases that use distinct schemas; create effective integration framework that is extensible to composite applications both Enterprise Application Integration (EAI) and that incorporate Business-to-Business integration (B2Bi). At base, the Integration Client Provides: functionality from third Pivotal Integration Connector consists of a set of tools parties; and, make including an XML adapter, an integration interface, and • A GUI that implementers use to automate the implementation data and business a configuration client. The Pivotal Integration Connector process processes available supports open Internet standards, middleware, and and manageable Web services, facilitating the seamless, bi-directional • Management ofintegration across public networks. exchange of data and process integration between design andadministration Pivotal CRM and 3rd party applications using HTTP. • Controls implementation In the face of all these It also supports XML and SOAP based Web services, and maintenance costs providing a complete set of integration options. challenges, customer • Uses existing business rules integration goals for the data fields (objects) being integrated generally include one or The Middleware Advantage more of the following: Pivotal CRM supports the following Web services pillars: • Making more sources of data available, despite The Internet The Internet is the de facto arena a myriad of data formats and database systems; for enterprise and intra-enterprise collaboration. • Driving higher levels of productivity and automation through business process integration; HTTP HyperText Transport Protocol is the lowest-cost information transport • Offering users richer application functionality through mechanism, and has ubiquitous reach. application integration. XML (eXtensible XML is the lingua franca for Internet The Pivotal CRM system provides a number of connectors Markup Language) computing. to facilitate the integration of its solutions with external, SOAP (Simple SOAP is a standard Web protocol to third-party applications, and data sources: Object Access expose useful functionality to Web Protocol) users, by allowing systems to talk to one • Intellisync for Pivotal Connectors facilitate another and make requests. synchronization of PIM data with users of Lotus Notes and MS Outlook. For more information, refer to the section, “Pivotal Intellisync” on page 13. Mobile Client Browser Client Windows Client Internet Web Service Applications Clients Integration via Web Services Interaction Connectors Interaction Connectors Middleware Any ( SOAP / XML) BizTalk Vitria ERP Tibco Adapter IVR PBX Scribe ERP System Telephony Integration Pivotal Integration via Middleware Business Server Figure 2-4: Pivotal Integration Overview Pivotal CRM | White Paper 7 In general, any data Simple Web services typically are used to perform Integration to source that can non-transactional “information supplementation” such Middleware Enables: be connected to as delivering news feeds, updating static information middleware, can dashboards, providing additional company information, • Mapping, orchestration and connect to Pivotal etc. More complex Web services have the ability to translation management CRM. The Pivotal provide support for transactions, such as customer • Application of critical business Integration Connector initiation and order fulfillment. processes, workflow, and sits between the communication (transport) Some highlights of the Web services support in the Pivotal Pivotal Business Server protocols between systems. CRM architecture include: and the middleware • Definition of agreements among solution, connecting internal applications and trading • A history of supporting XML accessing critical to the Business Server application elements. partner organizations to regulate via an XML interface. electronic data exchanges • Ability to exchange data as a Web service, such as the To share information between Pivotal CRM ability to send/receive company, contact, and order and multiple front- and back-end office systems, the information between the Pivotal CRM system and Pivotal Integration Connector transforms the Pivotal XML external systems. schema to and from the general XML schema supported • Able to integrate, consume, and present Web services by leading middleware vendors. Adaptors perform the within Pivotal CRM applications as a customization, and same function as the Pivotal Integration Connector for for the purpose of extending the product line. each back-office data source. The following diagram illustrates one example of how The Pivotal Integration Connector utilizes published Pivotal CRM might utilize Web services to perform simple conversion rules for standardizing XML schemas, thereby order placement and fulfillment. enabling communication between systems that use different XML schemas. In this way, Pivotal CRM supports the routing of documents and information, provides Scalability for High Performance synchronization of data with ERP systems (including MS Great Plains, SAP, J.D. Edwards, PeopleSoft, and Lower TCO Oracle and others), and gives consistent, near-real time The rallying cry for today’s enterprise IT group availability of data throughout the organization and across implementing CRM is no longer simply “scalability” or business boundaries. CRM at any cost. With so many businesses experiencing intensified cost cutting, especially in their IT organizations, Security is of prime concern when business data crosses it’s important that CRM application and platform vendors enterprise boundaries. The Pivotal Integration Connector such as CDC Software and Intel® respond with sensible, provides secure XML over HTTP (SSL) for both EAI and results-focused B2Bi, communicating between the middleware product CRM. Stepping and the Pivotal Business Server using XML over HTTPs, up to the plate, Because it’s based on and securing messages for integrity, privacy, and non- Intel is advocating the industry standards repudiation, using platform-neutral mechanisms. a new approach of middleware and Web to scalability— services, Pivotal CRM’s “Scale Right.” Application Integration via Web Services1 integration process allows “Scale Right” for rapid implementation The Pivotal CRM solution’s 3-tier architecture is designed on the Microsoft .NET framework, which facilitates the refers to and faster time to results. balancing an ability of Pivotal CRM to integrate with and consume Web assessment services. Pivotal CRM applications are inherently modular of the business requirements of a CRM system with its and expose various application elements. impact to the current—and planned—IT infrastructure. By The Pivotal CRM architecture includes an XML-based choosing CDC Software's award-winning, scalable Pivotal CRM server that supports an array of applications, CRM on Intel architecture-based systems, enterprises clients, and users by providing security, transaction can realize business value through a flexible and agile capability, and authentication for Web services during approach to server architecture based on modular consumption and presentation. Web client can present building blocks. The benefits also extend to encompass Web services by providing relevant data for the user, and the cost savings associated with affordable, manageable, by providing remotely accessible application functionality off-the-shelf hardware and software. as a customization. 1 Web Services. “Vendors that need to improve their integration story should look at Web services as a means to improve their ability to connect to both the data and processes in legacy systems. While the Web services market is still in its infancy, AMR Research believes its initial use will revolve around application-to-application integration behind the firewall.” (Finding Success in the Mid-Market, AMR, Feb 1, 2001) Pivotal CRM | White Paper 8 Presentation Services Tier 1 User submits an order form in Pivotal CRM Mobile Client Browser Client Windows Client 2 A Web services query is sent to check the customer’s credit via a credit bureau’s Web service INTERNET 3 Credit bureau sends a Web services response to Pivotal 1 CRM indicating that the customer’s credit is good 6 Credit Business 2 Verification 4 The shipping instructions are sent to a shipping service Service Services Tier exposed as a Web service Interaction Connectors 3 Web Services 5 Shipper confirms the instructions by sending a Web (SOAP/ XML) 4 services response to Pivotal CRM Shipping Applications 6 Order status is updated with information that product Pivotal 5 Service Business Server has shipped. Data Services Tier Pivotal Database FRONT OFFICE DATA • Companies • Contacts • Orders Figure 2-5: Pivotal CRM Web services Architecture Scalability rests largely on the Pivotal CRM platform goals demand the highest possible levels of application strategy, and our strong relationships with enterprise performance. platform partners Intel and Microsoft. Our robust, scalable, high-performance architecture scales to support access Many IT decision makers now look at server consolidation for full-time users, and large populations of occasional as a key to controlling IT costs. However, rather than just and external users as well. consolidating on a mainframe, IT personnel should place the focus on optimizing IT assets. “Scale Right” is Intel’s With our commitment to Microsoft’s scalable enterprise server deployment strategy that aims to maximize the computing platform on Intel Architecture, Pivotal CRM use of all the enterprises server assets by optimizing a customers are able to scale up their applications to company’s mix of scale-up and scale-out deployments. handle more users and more data by adding resources This is a more efficient and more agile deployment to existing servers such as additional processors, strategy that should pay off in superior business value to memory, or disks. For many of our customers, however, the enterprise. the horizontal or “scale out” approach is most important, allowing them to increase performance in the face of The first step in The combination of additional users, workload, volume, and functionality, any “Scale Right” Intel’s highly scalable while simultaneously addressing reliability through the strategy is to server technologies and addition of application servers. assess business Pivotal CRM’s 3-tier CRM requirements. For example, application is raising the "Scale Right" uninterrupted bar for high performance The combination of Intel’s highly scalable server up-time might computing architectures. technologies and our 3-tier CRM application is be critical to raising the bar for high performance computing maximizing architectures—architectures that can demonstrably customer loyalty and partner and employee productivity, enhance the competitive performance of technology- or the more pressing issue may be adding capacity to the enabled enterprises. CRM database management system to handle a greater number of concurrent users or a greater number of ad Enterprises are moving away from isolated, vertical hoc queries. islands of proprietary data toward a more open and broadly deployable computing model. Today’s enterprise Whatever the business-level objectives are, Intel-based requires a high-performance server infrastructure that small-, medium- and large-scale servers deliver superior scales and adapts to every area of the end-to-end price/performance, across the board. What’s more, enterprise: front-office, back-office and wherever business choosing the right deployment model (the right mix of Pivotal CRM | White Paper 9 scale-out and scale-up) allows businesses to dial-in CRM application and the network-level infrastructure be exactly how much scalability, availability, and agility “tunable” to perform within existing network infrastructure they need at the most affordable price. Pivotal CRM and bandwidth constraints. on Intel-based servers deliver lower TCO in a “Scaled Right” environment. Together with Microsoft and Intel, we deliver a CRM application that is tunable to meet the performance needs of different types of users in enterprises through the Microsoft Scalability following mechanisms: The Microsoft platform delivers both scalability and value, enabling solution providers like the Pivotal CRM team to Intelligent client-side processing – The application design applications that scale via two methods: scale-up can be customized to offload some processing to the and scale-out. Pivotal CRM takes advantage of both client system, thereby reducing server-side processing the scale-out features (like network load balancing) and and network roundtrips. Some examples of client-side scale-up features (like processing include data validation, formula calculation, multi-threaded, SMP and workflow. Pivotal takes advantage support) provided by of both the scale-out Data Compression – The Pivotal CRM server the Microsoft platform, compresses all data sent to the Pivotal Rich Client, and scale-up features in order to address maximizing throughput and minimizing transmission time. provided by the Microsoft the capacity needs The result is highly efficient bandwidth use and improved platform in order to address of enterprises when response times for users. it comes to Pivotal the capacity needs of CRM, the underlying Efficient server-side processing – Pivotal CRM caches mid-size enterprises. database and web workflow and UI rules on the Presentation Services Tier. infrastructure. This results in a highly efficient server-side processing and reduces round trips to the Business Services Tier. Users The Microsoft platform has been designed to scale-up also benefit from a distinct improvement in performance and scale-out in response to the dynamic processing following caching. requirements demanded of today’s enterprise, regardless of where they happen in the architecture. Data Synchronization Manager – Pivotal CRM reduces network traffic by only sending metadata updates to the Whether it’s handling query processing, or large-scale Business Services Tier of satellite servers when it detects database applications, the Microsoft platform delivers a change in the metadata. Similarly, only the necessary levels of scaling flexibility for the most demanding IT updates are pushed out to clients for UI or business environments. As demonstrated by industry-standard process changes. The result is minimal network traffic and benchmarks, Microsoft Windows 2000/2003 and SQL increased user performance. Server 2000 offer on-demand scalability to meet the demanding requirements of business applications like Network Performance Analysis Tools – Today’s Pivotal CRM. The Microsoft platform has achieved world- corporate networks are filled to capacity. As Intel’s record performance in benchmark tests with the lowest Thomas stated, “CIOs run their networks continually at total cost of ownership on the market. Without having 110%, because all available bandwidth is immediately to over-buy computing power up-front, customers can consumed.” Applications, therefore, must be both a incrementally scale their IT infrastructure as needed. “good network citizen” and allow for continual fine tuning as the corporate Pivotal CRM—a High network evolves. Pivotal caches workflow Performance Solution The Pivotal CRM and UI rules on the network analysis Presentation Services Tier, For enterprises, scalability is above all about creating tools help high performance CRM from the user perspective. administrators resulting in highly efficient Unfortunately, there is currently no hard data on user identify network server-side processing. expectations of enterprise applications such as CRM. bottlenecks However, it’s clear that power users—users who and improve are connected most of the time to the CRM system, such performance by optimizing client-side processing, as contact center employees and support specialists— identifying unnecessary network round-trips, improving have the greatest need for high-performance CRM, and “wire-level” performance, optimizing application will tolerate less system latency than the occasional server-side processing, streamlining security handling, or disconnected user. Ad hoc users will have different and improving database structure and record-level performance requirements. It’s critical that both the data access. Pivotal CRM | White Paper 10 Load Balancing – Pivotal supports the deployment of master and satellite systems to distribute system load Pivotal Rich Clients more evenly, or divide administrative functions based on The Pivotal CRM team provides a range of access the requirements of different geographical locations or methods to support CRM application users according to departments. Entire master systems can be replicated their needs: and synchronized, or just a subset (based on filters), ensuring data reliability in the case of a main system Pivotal Mobile Client™ – allows disconnected use of the failure. Satellite systems can also host other satellites and Pivotal CRM system, including read/write access to data, mobile systems, moving data closer to users and thereby quote creation, offline product catalogs, and much more. delivering superior performance. All synchronization with the master database is carried out via Pivotal SyncStream. Intel Solution Services – Pivotal leverages Intel Services, which support industry needs from application Pivotal Windows Client™ – a feature- and function-rich optimization and porting through guidance on end-to-end client for users working in client-server LAN environments. e-Business integration. Intel Services allow companies to test, tune, scale, and prove their solutions with minimal Pivotal Thin Client™ – a zero-footprint client that provides impact to their day-to-day business by providing optimal portal access to Pivotal CRM for partners and users that environments for safely designing and testing solutions. require less interactivity and more structured database access, without the full transactional support that other users may require. Ease of Deployment Pivotal Rich Client™ – combines the feature-rich, Lowers TCO interactive transactional support of Pivotal Windows client, together with the low-maintenance, low TCO and A deployable CRM application should be cost-effective high accessibility that a browser-based application provides. to install, maintain and upgrade, no matter whether the organization is a multinational company with hundreds Today we’re in the midst of a sea change regarding the of regional offices, or a single office with multiple appropriate size of web-based client applications. Should departments. Deployability is a major factor in lowering there be any code on the client? Or just the right code on the TCO of a system, as there are enormous costs the client? associated with deploying applications While virtually all businesses understand the cost benefits While virtually all to a large—and of zero client-side maintenance, they have historically paid businesses understand distributed—end user for their highly accessible zero maintenance thin client the cost benefits of zero base, then supporting with reduced features, functionality, and performance as client-side maintenance, these users as the a result of high network traffic and latency. A “zero client they have historically application changes footprint” is a marketing buzzword that obscures the need over time. for a self-installing, self-administering, self-maintaining paid for it with reduced client that has the intelligence to perform appropriate features, functionality The Pivotal CRM levels of client-side processing to increase performance and performance. architecture has and allow for variation in user-level customization. been designed with deployability in mind. As CRM application buyers appraise the “code on the Pivotal CRM employs a browser-based zero-client install client” issue, the “intelligent client”—with the “right code that simplifies deployment and ongoing administration. on the client”—is becoming an important option for And because all application customization, upgrades, buyers that prefer high performance, feature-rich, Internet- and maintenance are carried out exclusively at the middle based CRM applications. tier, client-side updates are seamlessly communicated to users around the world with no additional requirement for Pivotal Rich Client provides a web browser-based user client-side maintenance. interface to the Pivotal CRM application. But unlike pure HTML-based clients that suffered from performance Our modular deployment method allows each of the degradation and limitations,2 Pivotal Rich Client offers five, pre-integrated product suites in Pivotal CRM to be a much higher degree of accessibility and interactivity. rolled out separately, reducing the cost-to-results ratio. Designed for sales, marketing, and support specialists, This means that companies can deploy Pivotal Sales™ Pivotal Rich Client takes a Document Object Model (DOM) and later seamlessly deploy Pivotal Service™, then CDC approach, incorporating both Dynamic HTML and Visual MarketFirst™ as requirements and budgets allow. There Basic scripts to allow for rendering of web pages on the are no additional infrastructure costs associated with client—there’s no need to send data back and forth to integrating multiple modules. the server until a logical transaction is to be completed. 2 Studies have shown that simple HTML-based solutions generate between 5 and 15 times the network activity needed in order to produce the same level of user interactivity in the same amount of time as intelligent clients—and they do so with much reduced user application performance. Pivotal CRM | White Paper 11 As a result, Rich Client provides robust functionality and including data, metadata, and application code. advanced features, With support for both automated server-based push while delivering noticeable performance and user synchronization, and manually initiated client-based pull, satisfaction improvement. Pivotal CRM provides companies with the right solutions that work in concert to support their entire mobile workforce. Pivotal Rich Client passes many business logic requests (such as opening a Pivotal Rich Client form, running a search, Pivotal SyncStream delivers the functionality or saving a form) to Pivotal SyncStream™ is a component of the Pivotal COM objects on the and performance users middle tier, providing Business Server that drives lower TCO by enabling require, while still providing the distribution of Business Module (BM) updates and users with access to a Enterprise Customer Data (ED) changes throughout an administrators with centrally administered organization, synchronizing master database changes a low-maintenance client. repository of business with satellite and mobile systems, and vice-versa. logic and data. Business logic can also With Pivotal Syncstream, satellite systems scale as your be executed on the Rich Client in the form of client-side organization grows, providing local load balancing while scripts. allowing access to BM and ED databases that are either subsets or replicas of the parent system. Mobile systems For example, customizers may attach logic to custom contain a local copy of the BM and a subset of the ED buttons, or they might create scripts that execute logic databases, so mobile users can work while disconnected on the client when a user saves a form or creates a new from the network. In this way, SyncStream guarantees contact (i.e., to perform extra validation). These scripts are real-time read- and write-access to enterprise data for small in size and downloaded to the client on demand, laptop and desktop users of Pivotal CRM applications, whenever the user performs actions that require client- and lowers TCO by centrally pushing customization side processing. changes out to all end users. In this way, Pivotal Rich Client delivers the functionality Pivotal SyncStream consists of a number of applications and performance users require, while still providing and services that work in concert to coordinate updates. administrators with a low-maintenance client solution that Changes to the BM or ED databases are tracked, and drives low TCO by simplifying deployment and ongoing when a record administration. is added or modified, LAN- Pivotal SyncStream Synchronization—the Key to based clients guarantees real-time are immediately read and write access to Low TCO Clients notified. For enterprise data for laptop mobile or In the highly distributed computing environment disconnected and desktop users, and typical of today’s mobile workforces, synchronization can centrally push workers, is a fundamental requirement. The complexity and customization changes changes are expense involved in keeping data and application code customizations/upgrades synchronized with database packaged into out to all end users. synchronization replicas distributed across WANs, LANs, and mobile messages, clients has become a key TCO issue. security is checked, and then the messages are The Pivotal CRM system lowers the TCO by ensuring the addressed to the users’ systems that need to be updated. efficient distribution of changes to both Enterprise Data The messages are passed via the SyncStream database and the business logic stored in the Business Module. to the HTTP message server on IIS. Modifications to the Pivotal CRM system can be moved The Pivotal SyncStream database serves as a failsafe from an off-line development system into production with measure, retaining a local copy of both inbound and a single command from the administrator. outbound synchronization messages until they can be When changes to the metadata repository are made, a confirmed as processed by the recipient system. The compressed version of the repository is distributed to all next time a user connects, authentication takes place, LAN- and WAN-based satellite systems, mobiles, Web, the messages are sent, and data synchronization occurs Lotus Notes, and MS Outlook users via the Pivotal CRM seamlessly in the background. Because changes to synchronization solutions. fields are made at different times, SyncStream compares changes and validates at the field level, and commits Synchronization is built into the core of Pivotal CRM, them at the record level in order to maintain the integrity its Business Server, and provides distribution and of the data. synchronization for all facets of the Pivotal CRM system, Pivotal CRM | White Paper 12 Figure 4-1: Pivotal SyncStream Architecture Pivotal Intellisync Intellisync coordinates the batched data transfer between Pivotal CRM data and the PIM application. Conflicts are Enterprises often grow quickly, expanding through resolved and errors tracked at the field level, engine level acquisitions that can result in a single organization trying and within the Pivotal system, ensuring data integrity. to support many disparate systems and clients. Effective Users can also elect to manually resolve any data conflict, use of any CRM solution requires seamless integration ensuring only accurate data enters their client. and synchronization of customer data across the distributed enterprise, despite multiple systems, access methods and applications. Ensuring data consistency, Pivotal Wireless accuracy and timeliness between calendars, task lists Pivotal Wireless enables mobile employees real-time and contact information from both connected and read and write access to critical customer data. Pivotal disconnected users on multiple client systems can be a Wireless offers both an out-of-the-box application for complex challenge. Pivotal Intellisync™ drives low TCO by immediate deployment, and a highly flexible solution offering the ability to bi-directionally synchronize Pivotal easily tailored for the unique needs of any organizations’ data with multiple mail clients across an organization. mobile employees using wireless, hand held devices such as web-enabled cell phones, personal digital assistants While Pivotal SyncStream supports synchronization (PDAs) and two-way pagers. within Pivotal CRM Suite, Intellisync provides a consistent view of information Pivotal Wireless reads and writes data to and from the between Pivotal Pivotal Enterprise Customer Database.To take advantage Pivotal Intellisync allows CRM and a user’s of Pivotal Wireless, users only need an HTML- or a organizations to support Personal Information WML-compliant micro-browser loaded on their wireless multiple clients—users can Manager (PIM), device of choice. Pivotal Wireless is a server-side solution, synchronize their Pivotal enabling individuals requiring only that the wireless device’s browser be Sales activity and contact to synchronize their pointed at the Pivotal Sales activity correct URL. information with either their and contact information There is no client- Pivotal Wireless is a server- Lotus Notes or Microsoft with Lotus Notes and side software side solution that utilizes Outlook client. Microsoft Outlook. required on the a true thin client, requiring wireless device, only that the wireless Allowing users to other than the filter items, and customize events and activities to be micro-browser. device’s browser be pointed synchronized, Intellisync drives data synchronization from Additionally, there at the correct URL. the client side, providing for a highly scalable solution. A is no data stored one-step synchronization process lets users launch the on the device, client-side application and initiate the Intellisync Engine meaning data is protected and unlikely to fall into the Run Time, which opens an HTTP connection to the wrong hands. For data passing over the wire, customers Intellisync engine running on Pivotal’s middle tier server. have the option to implement a 128-bit SSL certificate.3 3 The success of the SSL implementation depends largely on the local carrier that the customer chooses. Pivotal CRM | White Paper 13 Pivotal Wireless Pivotal Business Server Wireless Data Service Wireless Web Server NT Domain any Gateway IIS Wireless Data Request Server IIS Database WML Microbrowser HTML Microbrowser HTTP HTTP or HTTPS (SSL) Demilitarized Zone Web-enabled cell phone Wireless PDA (DMZ) Figure 4-2: Pivotal Wireless Architecture When a user enters the Pivotal Wireless URL into their Pivotal CRM provides a sensible set of commonly needed device’s micro-browser, their wireless gateway service features out-of-the-box without the excessive depth that opens an HTTP connection to the Internet. The Pivotal makes many other CRM applications inflexible. Pivotal’s Wireless Web Server receives user requests and notifies metadata-driven architecture, in combination with powerful the Pivotal Business and intuitive customization tools, results in a CRM solution Server. Business that allows you to quickly customize a solution to match Pivotal CRM provides Server generates an your current and evolving business processes. Pivotal a sensible set of commonly XML document (data) provides a cost-effective integration framework that is needed features with content defined extensible to both EAI and B2Bi via industry-standard out-of-the-box without by the security module middleware, third party adapters, and Web services, set by the customer in facilitating seamless, bi-directional exchange of data and the excessive depth that the Business Module. integration of processes. And because it’s standards- makes many other CRM Pivotal Wireless based, Pivotal’s integration solution ensures that you can applications inflexible. then takes the XML quickly adapt and extend your CRM system dynamically document and renders as business systems and partners change. it with XSL into HTML or WML for display on the device. All forms, as well as Scalability—does the architecture let you scale and searches submitted by the user, are optimized for wireless improve application performance cost-effectively? devices, ensuring user performance levels are met. Pivotal’s architecture leverages a 100% Microsoft/Intel platform to drive low TCO by letting you “scale right” Conclusions to address business needs. Pivotal CRM allows you to scale up to handle more users and more data by adding Total cost of ownership assessments must take into resources to existing servers, or “scale out” to increase consideration costs throughout the life of a CRM performance in the face of additional users, workload, application. Some analysts point to 90% of CRM volume, and functionality, while simultaneously addressing lifecycle costs occurring in customizing, integrating, reliability through the addition of application servers. deploying, and administering CRM.As such, TCO for a CRM application can be determined by examining In addition, Pivotal’s architecture allows you to tune the its architecture (and the platform it’s built on) for the application and network-level infrastructure to perform following three fundamental criteria: within existing infrastructure and bandwidth constraints, providing performance optimization for both typical users Flexibility—does the architecture facilitate the and power users. configuration, customization and integration of the CRM application, both at the outset and over time as your business needs evolve? Pivotal CRM | White Paper 14 Deployability—does the architecture let you easily deploy, upgrade and maintain the CRM application over time? Pivotal CRM’s presentation tier can employ a zero-install Web browser interface, which means no deployment or maintenance costs are incurred on the client machine. All modifications to functionality, user interface, and data are isolated at the middle tier and seamlessly communicated to the client. This means zero client administration and no user disruption. With Pivotal CRM, only metadata is upgraded, with all changes to the presentation services, business services, or data services tiers being made in one centrally managed location. Execution and development environ- ments are kept separate and only synchronized when appropriate. Therefore, the application can tolerate a high level of customization without a significant impact on existing applications. Examined in this light, Pivotal CRM offers a low TCO solution that is not only flexible, scalable and deployable, but also easy to use, thereby lowering training and rollout costs. And with a license to services ratio of 1:2 versus 1:5 (on average) for many other CRM vendors, Pivotal CRM also costs less to implement.4 The result is clear: across the complete CRM lifecycle, Pivotal CRM provides exceptionally low total cost of ownership, while ensuring businesses can customize, integrate, scale and deploy a sensible solution that meets both current needs and evolving goals. 4 Based on current estimated licensing and man-hour costs Learn More About Pivotal CRM To learn more about how Pivotal CRM can help your organization's unique needs, call us today at +1 877-PIVOTAL (+1 877-748-6825) or visit us at http://www.pivotal.com. Copyright © CDC Software 2007. All rights reserved. The CDC Software logo and Pivotal CRM logo are registered trademarks and/or trademarks of CDC Software.
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